Carrot Fertility

Employer:  All Turtles
Type: Series D
Industry: SAAS
Role: Sr. Design Director
Year: 2023

Context

Relationship

Carrot Fertility was incubated and created at All Turtles. My Design team served as an embedded strategic design partner for the organization, working on developing the brand, products, and marketing initiatives.

Services Provided

• Product Design
• Brand Design
• Environmental Design
• Marketing
• Photography

The Team

• Josh Parenti — Product Design Lead
• Christina King — Visual Design Lead
• Dala Botha — Brand Design
• David Perez — Content lead
• Gloria Lu — Design Operations
• Clio Atencio — Sr. Design Director
  

My responsibilities

As Sr. Design Director, I led a distributed, multidisciplinary design team to build and scale the company’s visual identity, digital products, and brand experiences. I oversaw creative direction across marketing, product, and events, while managing budgets, hiring, and cross-functional collaboration. My role combined strategic leadership with hands-on design excellence, ensuring consistency, quality, and impact across all touchpoints.

What is Carrot?

Carrot Fertility is a global fertility care platform that helps employers offer comprehensive reproductive health benefits to their employees. 

Carrot's Mission

Provide access to fertility care and family-building support for everyone, everywhere.

The Brand

The need

As the B2B fertility leader, Carrot sought to evolve its original identity into a more mature, authoritative brand. To differentiate from competitors, they moved away from "fluffy" content and stock imagery in favor of a data-driven visual system, all while retaining their original logo

Old Branding

Brand Architecture

To strengthen and scale its identity, Carrot established a structured brand architecture. This framework ensures consistent positioning across all touchpoints, safeguarding brand equity while enabling more efficient resource allocation. It provides a clear, unified foundation that highlights Carrot’s competitive advantages.

• Brand Promise: Pursue your possible
• Mission: Fertility care for all.
• Vision: The leading global fertility platform, changing lives through precision care.
• Target Audiences: Employers, HealthPlans, Consultants, and Partners.
• Positioning Statement: Carrot provides lifelong fertility and family-forming care globally, impacting lives and producing industry-leading outcomes through precision care delivered by our deeply personalized engagement platform.

Visual Identity

Research showed a competitive gap for a data-driven, authoritative brand in a market full of soft colors, illustrations, and stock photos. We filled this gap by developing a distinctive, adaptable identity that secures Carrot’s position as a market leader and provides a scalable framework for future expansion.

Original and untouch Logo:

The only asset that Carrot wanted to keep untouched was the logo, and was designed before my time at All Turtles. 

Colors

Our new color system features seven shades per hue, each optimized for accessibility with clear contrast guidelines. We also integrated seven unique patterns to aid differentiation for visually impaired users, blending sophisticated aesthetics with inclusive functionality.

Data Visualization System

We built a data visualization system that turned complex data into clear, consistent visuals. By standardizing charts, dashboards, and visual rules, we enabled faster decisions, stronger storytelling, and a more data-driven culture.

Iconography System

We refreshed our iconography and established clear rules for consistent use and future additions, drawing inspiration from Material Design.

Typography

We refreshed our iconography and established clear rules for consistent use and future additions, drawing inspiration from Material Design.

Photography

Grids and Patterns

Web Design

Product Design: Carrot Sprints

The Problem

Individuals trying to conceive often struggle to make and sustain the lifestyle changes needed to improve metabolic health and fertility outcomes.

The Opportunity

A personalized, time-bound, AI-driven solution that drives meaningful behavior change during this critical window.

The Hypothesis

Providing personalized, time-bound, AI-driven programs tackling the underlying metabolic causes of infertility (e.g. obesity, blood sugar issues, sperm damage) during key fertility moments will motivate individuals to adopt and maintain healthy metabolic habits.

The Audience

Anyone trying to conceive.

The Result

The redesign transformed Carrot from "supportive" to "outcome-driven," making its value proposition clearer and more credible. A unified system across marketing and product teams increased asset consistency and accelerated go-to-market speed. By adopting a data-driven visual style, Carrot successfully highlighted its industry-leading success rates, bolstering stakeholder trust and providing a scalable foundation for global expansion.

heraclio@designstgy.com